Merging Cart & Checkout
Merging Cart & Checkout
Pincode, is a hyperlocal e-commerce app, linking customers to local stores across major Indian cities.
It supports over 1.2 million users, 75,000 businesses, and around 600,000 orders in six months
Pincode, is a hyperlocal e-commerce app, linking customers to local stores across major Indian cities.
It supports over 1.2 million users, 75,000 businesses, and around 600,000 orders in six months
My Role
My Role
Responsible for driving user research, proposing the project, conceptualisation, design, and delivery of key modules and feature areas.
Responsible for driving user research, proposing the project, conceptualisation, design, and delivery of key modules and feature areas.
The Team
The Team
Me working as a solo product designer with a user researcher, product manager, engineers, copywriter, graphic designer and a motion designer
Me working as a solo product designer with a user researcher, product manager, engineers, copywriter, graphic designer and a motion designer
Project Overview
Project Overview
Despite implementing initial improvements to the checkout flow, we continued to observe a significant drop-off during the payment stage.
This highlighted a gap in the clarity and intuitiveness of our user journey.
We identified that the narrative guiding users toward making a payment decision was not effectively communicated, prompting a deeper focus on streamlining the checkout experience and enhancing user understanding and confidence.
Despite implementing initial improvements to the checkout flow, we continued to observe a significant drop-off during the payment stage.
This highlighted a gap in the clarity and intuitiveness of our user journey.
We identified that the narrative guiding users toward making a payment decision was not effectively communicated, prompting a deeper focus on streamlining the checkout experience and enhancing user understanding and confidence.
Solution from Phase 1
Is all the information available for the user to make a decision to place an order ?
Is all the information available for the user to make a decision to place an order ?
My process to address this problem
My process to address this problem
Questioning everything
User Research
Market Study
Generating user needs
Building information architecture
Wire framing
User Testing
High fidelity mockups
Questioning everything
Questioning everything
Partial disclosure of information
is frustrating
Partial disclosure of information is frustrating
Questioning everything
Have a look at the funnel
Have a look at the funnel
This data was captured between 60 mins to track users activities
This data was captured between 60 mins to track users activities
User Research
Key Insights
21%
Shoppers abandoned orders in the last quarter because they “weren’t able to see the total order cost upfront before initiating the checkout.”
Users abandon checkout
Because they think their preferred fulfilment method isn’t available — when in reality it’s just not presented in the right place for them.
18%
US online shoppers have abandoned an order in the past quarter solely due to a “too long / complicated checkout process”.
50%
Sites fail to include all fulfillment options in the fulfillment-selection interface
64%
Users looked for shipping costs on the product page, before deciding to add a product to the cart. For this majority of users, having an idea of the full order cost is crucial for being able to make a purchasing decision at the product page.
Key Insights
21%
US online shoppers abandoned orders in the last quarter because they “weren’t able to see the total order cost upfront before initiating the checkout.”
Users abandon checkout
Because they think their preferred fulfilment method isn’t available — when in reality it’s just not presented in the right place for them.
18%
US online shoppers have abandoned an order in the past quarter solely due to a “too long / complicated checkout process”.
50%
Sites fail to include all fulfillment options in the fulfillment-selection interface
64%
Users looked for shipping costs on the product page, before deciding to add a product to the cart. For this majority of users, having an idea of the full order cost is crucial for being able to make a purchasing decision at the product page.
Market Study
Competetive Analysis
Market Study
Evaluating User needs
Evaluating User needs
Clarity of Pricing & Value
Clarity of Pricing & Value
Predictable Flow
Predictable Flow
Trust & Security in the Payment Process
Trust & Security in the Payment Process
One Goal
Show all the important information and motivate the user to make a faster payment
Show all the important information and motivate the user to make a faster payment
Curating information architecture
Curating information architecture
Wireframing
After conducting over 30+ user tests and rigorous discussions with the engineering team, we arrived at the solution...
After conducting over 30+ user tests and rigorous discussions with the engineering team, we arrived at the solution...
Final Designs
Merging Cart & Checkout Experience
Merging Cart & Checkout Experience
Store Name
Store Name
User can tap to revisit store
User can tap to revisit store
Clear Communication
Cancellation Policy
Clear Communication
Cancellation Policy
Detailed Bill Calculation
Detailed Bill Calculation
Intuitive Delivery Address
Intuitive Delivery Address
Allows users to change their
delivery location
Allows users to change their
delivery location
Intuitive Delivery Option
Intuitive Delivery Option
Allows users to change their delivery options - Standard, Quick or Self- pickup
Allows users to change their delivery options - Standard, Quick or Self- pickup
Upfront Discount Callout
Upfront Discount Callout
Obstacle:
To address the 5-7 second loading time of the cart and checkout screens, we added a cart loader to display data fetched by 'Checkout INIT' while the Get Cart API retrieved the rest.
Obstacle:
To address the 5-7 second loading time of the cart and checkout screens, we added a cart loader to display data fetched by 'Checkout INIT' while the Get Cart API retrieved the rest.
This solution reduced user waiting anxiety by 67%, according to our research.
This solution reduced user waiting anxiety by 67%, according to our research.
